Rick Ryan's thread about his music list concerns got me to thinking about multi ops and damage control. I'm not picking on Rick here, it's just his thread that got me thinking about it. When I managed a multi op, we ran into another multi op after our event one early morning at a Perkins or similar restaurant. We of course chatted a bit about our events and such..then he said he better go start writing refund checks...because he expects to get complaints pretty much every weekend. No it wasn't a passing joking comment. HE was a few sheets to the wind and saying more than he should. ANyway, we were in disbelief, because it was certainly not the norm for us!
So, what are your thoughts? Do multi ops tend to accept more because for one reason or another they either expect or accept less from their djs? Is it because they are often money-driven instead of customer driven; making the assumption that in general a single op has more personal attachment to each customer? Does the general public tend to complain more because they can complain to the owner; not the same person who performed at their event? Is it a factor of the typical customer or typical price range? In RR's case, he's gunshy because of previous experiences...is he doing something wrong? what can he do to minimize this situation (given that he has said it's a reasonably rare occurrance)?
I managed a multi op for years. We ran up to 250 shows a year. In the 15 years I worked there, I can count on 1 hand the number of refunds + number of complaints we fielded...were we exceptional at employee management and training? Is this a function of laziness?
Just thinking back a few years....
You can't generalize. The existence of complaints, issues, and refunds is
normal - that's why every major store has a "customer service department."
I've been on the inside of a number of multi-ops and the reasons for refunds or complaints vary quite a bit. I don't recall giving out many refunds - but, that has more to do with having a realistic approach and the ability to anticipate problems, manage issues up front, and negotiate complaints to a satisfactory resolution.
Where a DJ has an ill-conceived plan or expectation - then yes, complaints and refunds will be high as people reject and opt out of an ill-fitting service. That is not enough however, to evaluate a serious multi-op on the basis of frequency of complaints alone. One would have to look more closely at the complaints. Are they always about the same issue? Is the issue within the company or is there another pattern emerging within the consumers?
Indy DJs take complaints personally, and customers have to gauge that personality before deciding if a complaint is even worth mentioning. Single-ops don't invite and don't respond well to negative feedback. People sense this. Serious multi-ops provide the ear of a third party within the company that mitigates the personal investment in being heard. The multi-op doesn't have to take it personally. It may not be the fault of any one person and so feedback -
especially negative feedback is extremely helpful to a multi-op.
First, consider the possibility that one company may be dealing with a more demanding clientele with very difficult needs or expectations. If you are going to take on difficult challenges then you have to be prepared for some difficult outcomes. Big rewards come with bigger risk and occasional setbacks. While some DJs do 30 events a year - there are multi-ops I've worked with who do 30 events in a weekend. So, what may be 1 issue a year for the little guy is a weekly concern for the more involved business.
Refunds do not necessarily indicate that clients are not satisfied. When there is a lot involved in an event things can change very quickly. Items that were supposed to be available suddenly aren't and it's simple business to refund any over-charge or shortage. Personnel can become ill or otherwise unavailable and if a client paid a premium for someone in particular an adjustment has to be made for any substitutions. Sometimes people pre-pay for items of extras they later cancel.
Complaints also do not mean a client can not be satisfied. Things can and do go wrong but, often there is just a simple misunderstanding that needs to be cleared up. There is also a lot of emotion involved in certain events and people can also incorrectly attribute the impact of their own negative behavior to the service performance of other people. If the mere act of fielding complaints means a business is bad - then why do so many companies put so much effort into customer service? Why is the customer service desk so conspicuous instead of hidden out back somewhere?
We also tend to hear a lot of mythology from DJs with small and safe profiles. These are the guys who say:
"I don't do Mitzvahs" or maybe it's
weddings,
kids events, or
outdoor gigs, etc. Whatever the case, they work within a simple formula and get fairly uniform unchallenged results. The bigger the challenge the more issues there are to deal with. Bigger rewards always come with bigger risks.
It is also easy and not very useful to point fingers at those who have no real skin in the game - those DJs who really aren't a business at all but make fun fodder for chat rooms as they send out a handful of newbies for next to no money to whatever low profile gigs they can scrape up. 90% of the horror stories we hear about originate with customers who can't be bothered or don't have the resources to plan an effective event in the first place. I have never read CraigsList and will never care if there are any DJs listed there. I don't know of any serious business person that considers themselves to be competing with yard sales.
Take a look at the video on the ADJA website (iPod wedding). What professional would ever compare themselves to the lowest possible alternative? Is this really the demographic a professional DJ would be pursuing? If the hallmark is
"few or no complaints" but that DJ chooses to compare himself only with the lowest of bumbling idiots - then there is real no credibility to the claim.
Lastly, is the issue of how one arrives at a refund. I do not presume that when a customer lodges a complaint that a refund is necessary to resolve that complaint. They may simply wish to be heard on the issue. If you listen to them with the empathy they seek - they will have no need to post it elsewhere. Money is not always what people want. I never offer a refund as a means to resolve an issue. I look for a way to move the relationship forward with something that brings us back together again in a working relationship. Perhaps a better deal on the next event, etc. Either way - I let the customer suggest the remedy and never presume it's about the money.
If the complaint is not legitimate then that is why you have a policy in the first place. You can not satisfy everyone, but most of the time the really big issues happen because we let ego get in the way of real customer appreciation.
